GM Hopes to 'Find New Roads' With Ad Campaign

1/8/2013 4:45PM

General Motors plans to roll out a new advertising campaign for its Chevrolet division in hopes of improving its image globally and halting its market share slide in the U.S. Centering on the tagline "Find New Roads," it replaces the "Chevy Runs Deep" slogan that was introduced in 2010. Jeff Bennett joins The News Hub with details. Photo: AP.

This transcript has been automatically generated and may not be 100% accurate.

... the the ... Shatney has a D sixty eight Chevy ones that the tagline the snow this ... by human here again ... an outstanding value ... she ... is ... and ... maybe the last time you get an awful awful while Jeff Bennett ... with the will Street gentle and Detroit to tells more about this said Geoff thanks adjoining us ... you're welcome thank you ... so what what they've done this on some of ... you know that some of ... some iconic tagline them its been around for while people know what it means they pay for that number of times ... Steve really wasn't connecting the way they will have a hole in the big thing here is that I'd GM really wants to set up Chevrolet as I grow global brand ... and to do that it needs one Global's headline that they can use ... from out there she ended to China to Brazil to anywhere ... and so it is switching in moving to this news headline caused ... by new roads ... and that will be ... across the UN's high now while the new Swan and prison we tend to enter the mine which is alright ... exactly and it's really the first for this brand that has ... that is the premier brand that GM and has been around for a hundred years so it's kind of interesting to see ... them granting this would want headline again around the world translating into different languages and using that as ... as cannabis set up two when Chevrolet is all about ... the story there in the summer the disappointing statistics the fish in Vietnam the loss of time back in and just as recently as two thousand and fifteen percent on the market ... comments on this is a big market the US and that's fallen to less than thirty ... of which is on a couple points with Estee Lauder cost right ... that's right I mean Chevy has been struggling over the years but it's not just Chevy its GM as well ... it's gone through a live in when into bankruptcy and got a bailout and that really didn't help matters when potential customers ... so it's coming out of that the US government is finally beginning to unwind itself from GM ... so it's kind of setting of this new platform now that it wants to go out ... when that consumers ... has a new headline and has thirty new vehicles were refreshed vehicles Chevrolet vehicles that will interviews in the U S this year and then and now that well up around the world ... and the engines just before we came out as one chat with General Motors does with its ad campaign because that such a big buyer that's right ... that's right they spend about four point nine billion dollars were on advertising and marketing the lion's share of those to Chevrolet ... so everyone will be watching to see how they do this and I like most of our companies ... GM is committing to stay with this headline for a least a decade ... it's the ... latter ... while that's a that's it is a great stuff as always said to ... Jeff Bennett with a Wall Street on and Washington has already been in Detroit we appreciate time so ...